Defining data quality and realising the need for information that is free of defects and that possesses the right qualities for the task at hand remains a difficult issue. This is particularly so in the healthcare sector where the need for effective decision making is high. This case study addresses the development of a data quality evaluation framework for the NZ health sector. It discusses a data quality strategy that underpins the application of the framework and defines a vision for data quality management in the health sector. It discusses how the framework and strategy combine to increase intelligence density. A significant outcome from the case identified the difficulty of getting data users and managers at all levels to understand the imperative of data quality and accept responsibility for its improvement and maintenance. Recommendations for further research are made.